1. Follow the money 2. What gets measured gets managed We merged the need of the Baltic Sea with the acceptance* and interest* of clients and prospects by developing the

BalticSeaProject with the Aland Index. It measures the Co2 impact of every credit card transaction. The digital report is presented with the monthly bill and suggests local, global or lifestyle call to actions to compensate your impact. We made complex data simple, and technology work seamless, turning your tool for consumption into a purposeful instrument for nature; relevant every purchase and every market. *WWF:s survey on climate 82 % wants to live a sustainable lifestyle 60 % wants “climate labeling” on financial products 80 % wants to contribute personally to reach max 1.5 Celsius target 65 % would change bank if there was a more climate sustainable offering 69 % believes that it’s important to consume in a responsible way

We implemented according to the integrated activation-plan using power of partners with the fact that we also offer the index to all competitors for free as a catalyst. Clients are provided with monthly digital impact report in line with the monthly credit card bill;

1. BalticSeaProject.org as a hub to crate funding for great ideas and understanding by the public.

2. We developed a SoMe platform and the bio-sourced Baltic Sea Credit Card to connect all clients of the bank to that ambition.

3. Ditributed cause driven credit card replacing all other cards in the bank.

4. Boosted the reach with print & outdoor

5. Providing the Aland index connecting your consumption to impact and impact to compensation.

Timeline: April 2016 onward

Placement: Direct, digital & print, poster, SoMe and PR. In addition to this we engaged the academy and politicans as well as NGOs

Scale: Finland, Sweden and Åland.

1. Brand awareness: +308% (9,8% to 40%) (RAM DN, Survey)

2. Financial deposits: +30% (32 275 656 €)

3. New accounts: +4,4% (1 149)

4. Funds generated for environmental projects:+380 000 €

5. Engage with academy, science and civil society:

A. Invite as an actionable example to high level meet at United Nations in NYC and Bonn

B. Now a mandatory case study at Stockholm School of Economics

C. Invited to Sustainable Brands Summit and Contagious on trust and transparency

D. Collaboration with Zennström Philanthropies RFTB

E. Endorsed by Swedish Minister of Financial Markets and Consumers.

F.+205 % increase in The Bank of Aland’s Baltic Sea Project Social Media followers

G. Under consideration to be a “Lighthouse Project” for COP23

H. The initiative has already been approached by other banks aiming to engage over 3 000 000 clients.

I. + 350,000,000 in earned global media reach and counting (Meltwater report)

Multiple stakeholders came together around one cause and critical ambition to drive change by making the most of every point of contact. This is not a standalone campaign but an ongoing integrated effort to engage, explain and to create both funding and understanding by bridging the disconnect between the cause and effect in our consumption behavior. To do so, not only traditional channels where used but also politicians and the academy interacted with the purpose in their own way. Ranging from a flyer to a Case study. From print to digital and from peer to peer.

Target audience: clients, prospects, civil society, governments and the competition. Planning: 1. Pre-sell under embargo to the leading print outlets in Sweden, Finland and Åland. 2. Focus on digital distribution to clients that could make use of the film presenting the idea; how the way we pay can save the sea. 3. Engage clients through digital and print in acting on their impact with social cudos as promotion 4. Activate project partners, MasterCard, KPMG, Gemalto, WWF Finland and Reuters Thomson to compensate for the little voice of the bank with the large voice of them to drive communication in their channels too.

5. Engage with academy, science and civil society to have endorsement from leading professors, scientists, philanthropists and politicians. Then re-engage throughout the year. Approach: Create an innovative vehicle for activation relevant all stakeholders that would bring value to all partners, hence engaging them in driving change for good.

Situation: It’s no secret that our consumption life style is eating away on our planet. CO2 levels are at record high and the arctic is falling apart. Even climate sceptics are feeling the heat. But there was no scorecard for change or automated connect between consumptions cause and effect. In the Nordic’s we find a dying Baltic sea, 15% is already dead, and the highest usage of digital transactions/credit cards. This is home for Ålandsbanken, situated on an island.

Brief: Make use of our 20-year history of supporting environmental projects and increase brand awareness

relevant our values; responsible, personal and ambitious.

Objectives: Create a cost efficient multi-market and multistakeholder integrated activation vehicle based on brand, origin and problem. 1. Influence clients to join as agents for change together with the bank. 2. Engage partners and enter new “rooms” of prospects, governments and civil society. 3. Invite the whole industry along